Once and YouGov Collaborate on UK ‘Swiping’ Survey


A research collaboration between the dating app Once and polling organisation YouGov has produced a range of statistics on “The Swipe Society”.

It found that 1 in 4 swipe while sat on the toilet (30% of men and 18% of women), and that 1 in 5 are “addicted” to dating apps to one or another degree.

“30% of Brits find swiping boring and tiresome”, the survey found, though 25% of men felt it was fun and entertaining.

More than 1 in 3 women decide on whether to engage with a profile within 5-10 seconds, while 5% of men take under 1 second to decide.

Jean Meyer, CEO at Once says: “The highly-invasive swiping culture makes us extremely picky and impossibly hard to impress.

“We’re spending too much time on dating apps, and not enough of that time is spent carefully considering a potential match’s profile.

“Ten seconds is simply not enough time to make an important judgement on someone who might become the love of your life and your potential partner.”

Once also conducted research in France, Germany, Austria, Italy and Switzerland.

Comparing the different cultures, the platform found that the Italians and French were both “twice as likely to look at their dating app whilst on another date than both the Austrians and the Swiss”.

It also found that 20% of Germans find swiping frustrating, versus just 8% of Italians. 4 in 5 Austrians, meanwhile, spent 8.5 continuous days or more per year on dating apps.

The total UK sample size was 2,090 adults, weighted to be representative of all UK adults (aged 18+). The survey was carried out online.

Visit the Once website here.

Scott Harvey

Scott is the Editor of Global Dating Insights. Raised in Dorset, he holds a BA from The University of Nottingham and an MSc from Lund University School of Economics and Management. Previously he has written about politics, economics and technology for various online publications.

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